Book Description

Retail marketing is undergoing cataclysmic
change, driven by upheavals in media, consumer attitudes, and the
retail industry itself. Retailers know they must invest more
heavily in marketing, both to build brands and to drive sales. But
how? In Shopper Intimacy, two leading experts offer the
first comprehensive, research-based guide to building winning
retail marketing programs. Drawing on a decade of customer
research, the authors introduce:

A start-to-finish system for planning and executing effective
campaigns.

Practical, workable techniques for measuring performance
– including a breakthrough approach for measuring ROI from
the standpoint of all stakeholders.

Best practices models for integrating internal and syndicated
research.

Trend analysis to help retailers chart the future trajectory of
marketing, and position themselves appropriately.

Shopper Intimacy contains extensive
case studies, charts, pictures, and illustrations designed to
deepen marketers’ understanding. Above all, it presents
practical learnings that cut across all retail segments,
with data to support the authors’ conclusions, and techniques
for successfully applying them.